TENA Ageing Report: market leader turns thought leader, changing narrative around ageing
3. Print & Publishing Kancils [3.6 Innovation in Print & Publishing]
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Links:
https://www.tena.com.my/en/familycarer/incontinence-and-health/active-ageing
Product/Service:
Adult Diapers
Client:
VINDA MALAYSIA (TENA)
Brief:
BRAND CHALLENGE: A PRODUCT ASSOCIATED WITH SHAME Ageing continues to be seen as a process of decline, with frequent media portrayals of the weak, sedentary, feeble seniors with little will nor agency of their own.
The challenge surrounding incontinence exacerbates the problem, with the oft-held view that it heralds the end of a fulfilling life.
TENA®, Malaysia's leading adult diaper, wanted to normalise the reality amongst society at large that seniors lead rich, fulfilling lives, regardless of incontinence, effectively removing the stigma attached to ageing sufferers. Capitalising on their unique value in people's life stage, TENA® embarks on a bold mission to champion Active Ageing. The goal was to appeal not just to sufferers but to caregivers and families of sufferers, a wider audience. To achieve this, we needed to build the brand, and change the stereotypes.
Solution:
The TENA® Ageing Report shatters stereotypes about ageing. It is created in 3 languages and multiple formats, for best accessibility. From providing physical and emotional care to offering practical solutions and tips, the brand provides a rich, lasting value to its readers. Not only does the report shed light on challenges faced by the elderly, it introduces TENA®'s innovative products with a wealth of valuable insights guided by a deep sense of purpose. 1. Research and insight: TENA® conducted extensive research to gain insights into the challenges and opportunities of ageing, as well as attitudes and perceptions of the elderly as well as their caregivers. Research findings informed the content. 2. Engaging and inspiring: Beyond key statistics the report provides examples of active seniors to inspire others. It was distributed to government and media, garnering RM 2 million in PR value.
